3. Build a Podcast Library
Podcasts offer convenience for busy executives and also lend tech-savvy caché to your company. “You’re making their lives a little bit easier … and people who do podcasts and new media are seen as a bit more leading edge,” Flynn says. “You can mine … old reports [and whitepapers] and instantly come up with a library of content that you can re-purpose pretty quickly,” he advises. To generate new content, Flynn says he’ll record interviews with experts, then edit the content down to a six- or eight-minute segment. “It takes a half an hour to an hour of a client’s time, and then it takes us three to four hours’ worth of time for editing,” he describes. Tacking a podcast onto a webinar program can also increase response. “Tailored to a webinar or a whitepaper, [podcasts generate] anywhere from a 15 [percent] to 30 [percent] or even 40 percent higher lead capture—which is a big measure. And that’s both by offering it [all] immediately and by offering executive highlights or summaries of five [minutes] to seven minutes,” Flynn notes.
4. Use Reader-Friendly Registration
One of the principle functions of a free-content offering is to generate new leads. “You’ve got to ask for the name, phone number and e-mail address,” Stelzner states. He finds that a “long-copy” registration, where you embed the registration after the first page or two of content, will greatly increase the likelihood of a qualified lead. “You can literally give the first couple pages of the piece as a sample. It’s a great filter. It qualifies people; if they can’t relate to the content, they’re not going to fill out the registration form,” Stelzner says. Technologies are becoming available that offer embedded registration pages in PDFs and embedded links in podcasts, allowing users to register when they want to or skip right to the sales contact to get more information.